Q: What advice do
you have for people who were just getting ready to promote their
new business at the time the tragedy hit? Should we hold off on
promoting our products and services until the dust settles
(although we don't know when that will be)? I feel almost
guilty to hiss about my new business when it has nothing to do with
our country and its security or the firefighters and rescue
workers. As I donate funds to help the wonderful heroes of our
nation, I realize that is what Americans will be wanting to do for
quite some time instead of buying nice and fun things. I have a big
heart, but now what happens? Should I change my business goals?
A: Earlier today, I
flipped on my radio and tuned in to a Washington, DC, classic rock
station (a typical station with a format like hundreds of others
across the country). I was stopped in my tracks by the sound of the
Jimmy Buffett song "Margaritaville," with its
lighthearted melody and lyrics about whiling away happy hours in
some tropical place. At first, hearing the song seemed all wrong
somehow, but by the time it ended and the first commercial came on,
I was remembering happier times. The ad that came on was from a
major hardware chain and featured bug zappers-pretty normal stuff.
But the second spot in the commercial break was from a gun dealer.
While the hook, or premise, for the spot was the imminent opening
of hunting season, instead of the more commercial copy that might
have run before September 11, the spot featured the owner of the
store providing guidelines on gun safety and concluded with a
public service announcement-like warning to never put away a loaded
gun. Perhaps this was in reaction to the death of the 3-year-old
boy who accidentally shot himself with the gun his father brought
home following the terrorist attacks.
Those attacks and the prospect of war have shaken all of us to
the core, and we now react quite differently-whether to an old song
or to the way a product is advertised. In fact, a Roper Report
released on September 24 revealed that only 22 percent of Americans
feel it's a good time to buy the things they want and need. Yet
this same survey showed nearly 60 percent of Americans say they are
optimistic about the future of our country, and an even larger
majority, 70 percent, say they're optimistic about the future
of their own personal situation. So it remains to be seen whether
Americans' optimism about what lies ahead will soon outweigh
the current low consumer confidence.
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The extent to which the current situation will affect your
marketing plans and goals depends largely on your industry and the
product or service you market. There's an old rule of thumb: If
customers aren't buying what you market, then stop marketing
until they're ready to buy again. Right now, the businesses
most affected by the current situation are in the travel industry,
including hotels, car rental agencies, tourist destinations and
convention centers. Financial products and services are also
affected, and many firms have reduced or halted their advertising.
Most ad agencies and their clients are evaluating their present
campaigns to eliminate those with images of the New York City
skyline, violent images or themes, and broad slapstick or cynical
humor which may strike the wrong chord during these more somber
times.
Sales of luxury goods are likely to be down, and marketers
should focus on value. The radio spot from my local hardware chain
could run as is because even now, people will buy a bug zapper for
their patio at a good price. But the gun dealer was wise to create
new spots that communicate on an emotional level that's in-tune
with present feelings. Right now, successful marketing messages
will focus on making an emotional connection with the customer-as
long as it rings true. This is a moment for humility and heartfelt
compassion, and over-the-top flag-waving may come across as
insincere and manipulative. It's also an excellent time to
focus on public relations and networking by becoming involved on
the community level.
Entrepreneurs still have products and services to market to
consumers who need them. So the issue isn't whether or not to
market your company; it's a matter of refining your message,
approach and timing. We can't go back to how we felt before
September 11, but we must move forward with confidence, or the
terrorists will have succeeded.
Kim T. Gordon is an author, marketing coach and media
spokesperson-and one of the country's foremost experts on
entrepreneurial success. Her newest book, Bringing Home The Business, identifies the
30 "truths" that can make the difference between success
and failure in a homebased business. Kim offers one-on-one coaching
by telephone to motivated individuals, providing practical
marketing advice and budget-conscious strategies unique to your
business. To receive free how-to articles and advice, get
information on coaching and appearances, read a book excerpt, or
contact Kim, visit http://www.smallbusinessnow.com, a huge site
devoted exclusively to marketing your small business.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.